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November 13, 2006

Update on Halloween Campaign

So was it a success? It is still a little hard to tell. We managed to hand deliver approximately 50 of the cards. The initial feedback was mostly positive, though I did receive one phone call from a person who was most upset that we would attempt to do such a campaign "in times like these" where the envelope could include a "bomb threat, anthrax, or god knows what". It was unfortunate that it appears that some of our tracking data about what delivered "in person" meant (in our language it was to the person whose name was on the card, though it looks like one of the ambassadors may have thought that as long as it was handed to a living, breathing, body...that counted as well).

We did spur some people into action that we have spoken with in the past, and we do have a few followup sales demonstrations (so that is all positive). However, I guess the biggest return comes from establishing a little bit of name recognition amongst our target users.

Unfortunately as is the case with such marketing campaigns, this value is very hard to measure. I guess this is why we as a company, and marketers in general, are turning more and more towards measurable campaigns: be it a pay per action campaign, pay per lead, and still...yes... pay per click marketing is still effective (at least that sounds like the buzz coming out of Ad-Tech. This is also why most marketers spend a lot of time attempting to drive traffic back to his or her web site where at least you can use your analytics package and landing page metrics to measure campaign effectiveness. Hopefully in the months ahead, Marqui can help this more and more.

Posted by at November 13, 2006